The skilled agency in reports of market 'Mintel' has elaborated his last report in which they detail which will be the global consumer trends and what asks the companies.
Personalization, experience and transparency
'Mintel', in the document, has recognised that the pandemic still has left sequels to global level in the form of comport of the consumer, since 64% of the youngsters of the Generation Z affirms that has the feeling that it has lost two years of his life. Thus, they look for the break with his routines, new products and especially, new experiences. These new experiences come offered mainly by the research of a personalization of products and thus, the marks try to involve to the maximum in this. An example that offers 'Mintel', is the cosmetic signature 'ColourPop Cosmetics' that has helped to test new products to his consumers basing in the zodiacal sign.
But the pandemic no only has generated a feeling of restlessness o and restlessness between the consumers. Also, they recognise that, now, they prioritise the public health and the security. Thus, as it indicates in the report, the future forecast is that it experience a tendency to the protection of the consumer and his digital footprint. With the wish and the need to feel only, the consumers also will accept the new challenges that poses the technology like the metaverse, with which the marks expect to cultivate the loyalty them and do them partícipes of his actions. This will achieve it also thanks to the presence of NFT's and Web3, with which pretend that the consumers possess a part of mark and connect directly with the success of the mark and the growth.
On the other hand, the consumer every time is more demanding with the brands, his form to communicate and thus, to measure that happens the time see that the consumer looks for to consume products of companies that share his philosophy. The 'claims' used in campaigns of marketing or advertising to define a product will put to proof and the transparency of the mark will evaluate of a more strict way and will look for proofs that what shows the company is truth.
The marketing of influencers will continue growing
Reviews Of products, opinions and how use a product. It is one of the most consumed contents in TikTok. And no longer it is necessary to have an army of followers. Thus, the companies adapt to the new model of consumer and co-creator, with an impact that derives in the increase of the marketing of influence. 37% of the users recognises that in his profiles of social networks follow to influencers considered "of niche".
With perspective of future, 'Mintel' signals that the companies will continue centring in the niches and will invest in the loyalty of the consumer, so that these seat recognised.
Consumer hyper-fatigue
As we have commented before, the consumer awards him at present a practically indispensable value to the mental health. The past year, as it has been able to recolectar 'Mintel', the American consumers saw like the stress, the mental tiredness, the exhaustion and the anxiety affected his personal life. Thus, it is a field in which it has to act and every time see more marks that incorporate to his publications, routines or tips to keep a good mental health and thanks to this perspective expects see an answer polarised to the relaxation with regard to the subject.
Bet by the local consumption
Local purchase will be a way that the consumers will see like a practice of environmental protection, financial and psychological, especially in matter of feeding, although also in fashion and beauty. Besides, this tendency will see increased in the next years owing to the geopolitical conflicts and the economic insecurity. Thus, in a future such as it poses 'Mintel' the companies rethinks his chains of supply and will trust other countries to reduce his environmental impact.